Every dental practice is looking to get more patients in the door. If you’re looking to grow your dental practice, one way to do that is through SEO.

Many people may think SEO is complex, and rightfully so, with the number of factors that goes into Google’s ranking algorithm, which determines which website appears first in searches online. In reality, SEO can be simplified for dentists to take advantage of. In this article, you’ll learn what SEO is, why it’s important for dentists, and how to leverage SEO with strategies and best practices.

What is SEO?

SEO stands for search engine optimization. It is the process of improving the quality of the website in an effort to increase visibility and traffic by appearing higher in search engines like Google and Bing. For example, if someone were to search “dentist in Boston” on Google, your website is more likely to appear higher in a Google search, and users are more likely to click on it. With SEO, you do not pay to be listed in a Google search, as you would with Google advertising.

The main element of SEO is to use keywords on your website. Keywords used on your website should reflect what people are searching for to find your practice in search engines like Google. We will review the process of how to use SEO for your website.

Why invest in SEO?

Dental practices will reap the many benefits of investing time or money in SEO. Though SEO can take time to see results, organic search can be a sustainable marketing channel for dental practices.

Best SEO Tactics for Dentists

At this point, you may be thinking, what can I do to leverage SEO for my website? Here are some bullet-proof best practices for dental practices to use SEO:

On-Site SEO

Part of Google’s algorithm is on-site SEO, which involves using keywords and writing great content. Keywords used on your web pages should reflect what people are searching for online.


  • Homepage – if you are a single-location practice, your homepage should be optimized for “dentist in {city/town}
  • Location pages – if you are a multi-location dental practice, you should consider having separate pages for each location. The pages should provide all the information a user needs for that location, including a map, address, phone number, and even staff.
  • Service pages – how many different services does your dental practice offer? Consider creating separate pages for each service offered. For instance, emergency dentistry, tooth extractions, dental crowns, implants, and root canals, to name a few.
  • Blog – a dental practice should also launch a blog! Google loves fresh content, and writing new blog posts is a great way to increase traffic to your website.

Off-site SEO

Off-site SEO is activities that occur outside your website that Google uses in its ranking algorithm. The biggest factor for off-site SEO is the number of websites that link back to your website. For Dentists, here are a few off-site SEO strategies.


  • Blogging – in addition to getting more traffic, blog articles with quality content can earn links and mentions from other websites and businesses.
  • Local directories – fill out directories online! This will get your business mentioned online and get a link pointed to your website.
  • Local press – reach out to local press for any business happenings! This could events, new hires, and more.
  • Google My Business – GMB is a useful directory because many people will use Google Maps. Be sure to fill out your profile completely, and get glowing 5-star reviews from patients.

Dental Marketing E-book

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Closing Out: SEO for Dentists

Though we covered the basics of SEO in this post, we highly recommend hiring an SEO agency, consultant, or expert. The information in this article is only the tip of the iceberg, and having an SEO expert will help you improve your organic search over time. They can also help you avoid penalties from Google.

Finally, it’s important to know that SEO takes time to see results. If you do not see results in the first few months, remain patient.

Have any questions? Fortune Northeast is here to help. Our coaches provide dental marketing consulting to implement strategies that will grow your practice.